Erik Östling is Sweden's Second Hand Profile 2026

"It feels really exciting, of course, but also a little surreal. I'm very happy that I'm getting people in general, and men in particular, interested in second-hand clothing. It's about sustainability, of course, but also about how powerful it is to have garments with a history," says Erik.

A year ago, Erik Östling started the Instagram account Gubbstil, which now has over 80,000 followers. He shares his passion for classic men's fashion, second-hand clothing, and how to care for your clothes so they last. With curiosity and humor, he shows how a more thoughtful style can be both stylish and personal.

– Gubbstil is not an ironic project; I am one hundred percent honest. It is my search for authenticity. An attempt to normalize slow choices, well-cared-for garments, and create a more relaxed relationship with clothing.

What is old man style?

A large part of Erik's Instagram feed consists of spontaneous snapshots that he takes himself. Always with the same motif – stylish older men. Mostly older men he encounters in passing in everyday life, such as when he cycles to work or is out for a run.

– My dream is to create a world the way old men think. To me, an old man is someone who makes conscious and sustainable choices.

At the same time, he is aware that the concept can be misunderstood. Old man style can be considered classic and correct—but also very boring if you don't find your own interpretation. Being inspired by classic style without looking dressed up requires balance. Erik himself styles his garments with a modern touch. That's when it becomes timeless instead of just old-fashioned.

When my mother sewed, my interest in style grew

Erik's interest in clothing began at an early age. Growing up, his mother sewed the family's clothes.

"I almost always chose the craziest fabric," he laughs. But I remember it as something positive, and it sparked something in me. I've always been involved in creative projects that stand out, that are different.

Erik's tips for finding bargains in second-hand stores

Erik's best advice for finding bargains in second-hand clothing is to plan your visits and visit your local second-hand store regularly.

"Ultimately, it's about searching," he says. If there's one thing second-hand shopping teaches you, it's patience. Write a list of what you actually need and visit your local store regularly. Sooner or later, the right garment will turn up, in the right size.

Sweden's Second Hand Profile 2026

Erik has become an inspiring role model for those who want to find their own style. By emphasizing quality, craftsmanship, and longevity, he encourages more people to choose classic garments that can be loved and worn again and again.

"Erik does a fantastic job of giving conscious old-school style the attention it deserves, and we want to praise him for that," says Josefine Janossy, marketing and concept manager at Erikshjälpen Second Hand.

The proceeds will be donated to Erikshjälpen's work in Ukraine.

As the winner of Sweden's Second Hand Profile 2026, Erik has the opportunity to donate 25,000 Swedish kronor (SEK) one of Erikshjälpen's interventions children's rights. Erik has chosen to support children and families in Ukraine.

–  It was very difficult to choose. But the situation in Ukraine feels very urgent; these are children in their most formative years, and this is a direct threat that will affect the rest of their lives, says Erik.